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When Dish released its ad-skipping Hopper DVR last year, Fox and other broadcasters brought out the big guns: copyright lawyers. Last week, the conflict escalated—Fox says the 2013 version of the device, which allows users to move recorded content to iPads, also violates copyright law and must be blocked. The judge Fox is arguing to has already refused to block an earlier version of the Hopper from the market.

Now all four major broadcasting networks are refusing to air ads for Dish services. Regardless, the satellite TV company is pursuing some creative ways to get its name in front of potential customers, including sponsoring a car in yesterday's Daytona 500 NASCAR race.

Dish pumped up the sponsorship on Saturday, with company CEO Joe Clayton chiming in with plenty of automotive references. “The Hopper is in the pole position as the fastest in the consumer technology race," said Clayton. "FOX is trying to hold up traffic. You can’t stop the future.”

He continued: “Everybody skips commercials, and if FOX, CBS, ABC, and NBC think that’s illegal, well I guess that makes us a nation of outlaws. We might as well make the No. 95 car the DISH fans’ getaway car in what is sure to be an exciting race on Sunday!”

The car, owned by Leavine Family Racing and piloted by "up-and-coming" driver Scott Speed, finished 23rd.

The Daytona 500 race drew 10 percent of the national US television audience, according to early viewing statistics published by USA Today. In some Southern markets, where NASCAR viewership is strongest, the event grabbed more than 20 percent.